Vol. 11, Special Issue 8 (2022)

Author(s):
Shivani Singh, Priyanka Sharma, Richa Khushwaha, Piyush Mehta and Krishan Kumar Raina

Abstract:
Being the fourth largest sector in our Indian Economy, the FMCG sector is a hub for goods. The present study has been conducted with the purpose to examine the factors that affect the Marketing distribution channels in the FMCG sector, the source of channels involved in the distribution channels of FMCG goods, what kind of problems does the retailers faced while channeling the goods. The area of the present study has been the retailers of Jogindernagar of district Mandi, Himachal Pradesh. The data has been collected using convenient sampling from 50 retailers. The primary data for this study has been collected with the help of a pre-structured questionnaire. The findings showed that the retailers of Mandi mainly deal in body care and cosmetics more than other FMCG goods and that the retailers generally buy their stocks from wholesaler. The findings further revealed that if the retailers buy their stock from the wholesaler, then they are likely to face problems like margin variation, lack of demand and problems like price variation and credit related problems are generally faced by the credit agents. It is concluded that factors such as Government policies, legal problems that with change in these factors the marketing channel system also changes.